Transcript Advertising Strategi..

Selecting a Strategy
Selecting a Strategy
Two major advertising strategies:
 Base your advertising message on the product.
 Base your advertising message on the consumer.
Base your Message on the Product
 Brand Recall Strategy
 Brand Preference Strategy
 Key Attribute Strategy
 Social Context Strategy
 Brand Image Strategy
Brand Recall Strategy
Advertisers want to be the first brand you remember
when you think of a product.
 Evoked set: A short list of brand names you think of
when a product or service is mentioned.
 Repetition: The more you hear the brand name, the
more likely you are to remember it.
 Slogan: A catchphrase meant to help you remember a
brand name. Usually memorable due to simplicity,
rhyme, and rhythm.
 Jingle: A catchphrase set to music.
Brand Preference Strategy
Advertisers want you to like their brand.
 Feel Good: Advertisers hope that if you feel good
about an advertisement, you will feel good about the
product.
-Not always effective (you can like an
advertisement and not like a product.)
 Humor: Humor must be directly tied to the product.
If not, consumers won’t remember the product.
Key Attribute Strategy
Linking the brand name to a single characteristic
encourages you to remember the brand name.
Unique Selling Proposition:
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The brand name will help you remember the
attribute.
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The attribute will help you remember the
brand name.
Social Context Strategy
Advertisers believe they can give their products value in
society by the social setting in the advertisement.
 Slice of Life: Advertisements that select a moment in
time when the product is being used.
Ex. Older wealthy couple dancing on cruise ship.
 Light Fantasy: Advertisements that try to link brand
with desired characteristics (i.e. wealthy, athletic, lucky,
etc.)
Brand Image Strategy
The characteristic that most consumers associate with
the brand.
-Very important to a company’s success.
Image: Advertisements rely on the picture rather than
words to create the image.
Ex. Television, Print, Internet.
Base your Message on the Consumer
 Fear Strategy
 Anxiety Strategy
 Transform Consumer’s Experience Strategy
 Direct Response Strategy
 Persuasion Strategy
Fear Strategy
Advertisements that inform you of the risks associated with not
using the brand; motivating consumers to buy or use the
product to protect themselves.
Ex. (Security systems, smoke detectors, insurance.)
Disadvantages:
 Consumers may focus on fear rather than product.
 Consumers may develop negative attitudes toward the
advertisement for informing them of the dangers.
Anxiety Strategy
Advertisements that portray consumers in a situation
that would normally create anxiety and provide a
solution to that anxiety.
 Deals with a concern for something rather than a fear
of it.
Ex. Mouthwash, Shampoo, Deodorant.
Transform Consumer’s Experience Strategy
Advertisements that trigger emotions and memories
that can be experienced every time the product is
bought and/or used.
Ex. Vacations, Amusement Parks, Coffee.
Direct Response Strategy
Advertisements that communicate a sense of urgency
and encourage consumers to purchase immediately.
 Call Now: Price-based reward for contacting
advertiser immediately.
Ex. Mail-order companies, Infomercials, Internet.
Persuasion Strategy
Advertisement messages that convince consumers that a
specific brand is better. Persuasive advertisements are more
complicated & often require some thought by the consumer
to understand the message.
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Reason-Why: “Car has more leg room & better price.”
Hard-Sell: “Furniture Sale will end on Wednesday.”
Comparison: “Yellow book, not the other book.”
Testimonial: “Doctor recommended.”
Demonstration: “Before” and “After” photographs.
Advertorial: Looks like an editorial in news/magazine.
Infomercial: T.V. commercials with product demo’s.
Persuasion